Analysis of Marketing Strategies and Business Research Methods

This assignment requires students to analyze marketing strategies and business research methods. It involves evaluating a system that provides goods and services to final customers in a given period of time. The student must also consider the impact of technology amenities on hotel guest satisfaction and the importance of effective customer service. This assignment is based on various references, including books and journals such as 'Essentials of Modern Business Statistics with Microsoft Excel' and 'Business Research Methods'.

Business Essentials

Table of Contents
TASK 1............................................................................................................................................1
Part A .....................................................................................................................................1
Part B Major Objectives for a business and nature of cafe....................................................2
TASK 2............................................................................................................................................3
Analysis of external factor......................................................................................................3
TASK 3 ...........................................................................................................................................6
Part A Launching of a new event at market...........................................................................6
Part B Producing a budget ...................................................................................................6
TASK 4 ..........................................................................................................................................7
Use of various marketing concept in a business.....................................................................7
REFERENCES .............................................................................................................................11

TASK 1
Part A
Effective business idea for establish and implementing new project
Rang cafe are new business start up which are opened at Middleton of North Manchester
and there main aim is to attract large group of customers who can consume their coffee
products. The USP of business is related with limited range of drinks which are healthy for
people as they consume and they are also dealing in providing snacks to customers. Rang cafe
have separate areas which are deigned for kids so they can safely play and also there is dining
area. The main facilities which are available at cafe is baby play area, breastfeeding room,
changing room and etc. Business can achieve competitive advantages from their operations if
they satisfy needs and wants of all their potential customers.
Entrepreneurs can achieve growth and success in their business operations if they are
focusing on developing new and innovative ideas for their new ventures as there are already
many coffee shops in the same town (Anderson and et. al., 2014). This is an important aspect in
order to satisfy needs of all their customers thus achieving sustainable positions in the economy.
All there products are healthy as they are concerned about the health statues of all their
customers.
The main aims of each business is related with providing quality services to all their users in
order to satisfy them thus enhancing profitability factors of firms. Employees are working in
order to achieve the targets which are set by mangers in so firms can easily achieve all business
goals. As new business ideas are developed by individuals so it is beneficial for the overall
economy in order to make sustainability of business for long term durations at work places. The
current ideas are developed for opening new coffee shops. Entrepreneurs will achieve success in
their operations if they get best tools and places where they can start up their new business.
External environment factors should be analysed before starting new business ventures.
The major competitors which are affecting business operations of Rang cafe are
evaluated below and they should develop plans in order to earn high growth and profitability
from their business operations.
1

Main players (Competitors) Unique Selling Proposition
Small and Colonna They are attracting customers as they are
having good interiors because of which people
are mostly liking to consume their coffee as
they can spend their happy time by drinking
coffee.
Kaffeine In this cafe Chocolate Brownie and Mango
muffin are the best and effective factors which
are beneficial in attracting customers so they
will enhance their overall sales and
profitability ratios.
Prufrock This place is having a very user friendly
environment and people can easily spend their
valuable time by sitting at these places.
Aroma Coffee The prices of all their coffee products are very
reasonable and people can easily consume their
products thus most of the people are satisfied
with their business operations.
All the above discussed are the major competitors which are greatly affecting business
operations of rang cafe. Thus firms should implement innovative tools and techniques by which
they can easily achieve competitive grains thus achieving success from their business operations.
Part B Major Objectives for a business and nature of cafe
Each business is focused on developing their mission and vision statements which are
valuable for them in order to carry out their working according to these plans. Management are
making plans in order to formulate aims and objectives by which they will achieve growth and
2

success in their overall business operations as growth and profitability of firms are greatly
enhanced. The major objectives of rang cafe are evaluated below as:
To provide effective and quality services: It is the major objective of business in order
to provide effective and quality services to all their customers so they can be retained for long
time at work places. This is the most vital factors which are beneficial in order to add values for
their business and sustain their images for long time durations at market places.
To increase profitability: The main focus of firms are linked with enhancing their overall
sales and profitability ratios by satisfying needs and wants of all their potential customers. They
can achieve success in their operations if they are applying new and innovative techniques for
increasing their profits (Blumberg, Cooper and Schindler, 2014).
To create a customer base: The main objectives of firms are related with developing new
customer base by which they can attract large number of customers for their business activities.
Rang cafe are delivery healthy products to all their customers which help them to gain satisfied
and loyal customers for their overall business activities.
To adopt change in frequent basis: The main objectives of firms should be linked with
making changes in their plans and policies according to new and innovative technologies so they
can be implemented in order to satisfy all their customers.
The firms are running as partnership business thus their profits and loss will be divided
equally among all the business owners. This ownership is useful for firms in the following ways
which are evaluated below as:
All their profitability and losses are equally divided among two thus there will be no
burden on single individual.
The decisions are taken and implemented if both the persons agree on the similar aspects
and if it helps them to achieve success in their overall operations.
TASK 2
Analysis of external factor
The nature of business environment is dynamic in nature thus there had to be changes
implemented from time to time. Rang cafe have made plans in order to conduct PESTEL
analysis by which they can easily deal with all the external situations. This is beneficial for firms
3

as they can easily achieve growth and success in order to start their new ventures of opening
new coffee shops.
Basis Impact Significance
Political Factors: In every
country rules and regulations
are formulated by government
which persons had to follow
while opening their new
ventures.
If the government changes
then the rules and regulations
which are implemented by
another government will be
different. This can greatly
affect operations of Rang Cafe.
If there is any changes in
taxation policies which are
implemented by government
then it result in increasing the
prices of their products thus
their customers will not be
satisfied.
Mangers should develop plans
in order to maintain healthy
relations with all their
customers. This is beneficial
factor in order to make
changes according to the new
trends at market places.
Legal Factors: Different laws
and policies are formulated for
protecting customers and
employees and firms had to
follow them while performing
their operations.
Rang cafe are protecting all
their employees and they are
providing them all the benefits
but employees should not take
disadvantage of this (Bovée
and Thill, 2013).
This is an important factor by
which firms can easily
motivate all their employees in
order to satisfy their customers
by manufacturing coffee
products according to their
needs.
Social Factors: As the firms
are running their new business
operations so they have to
keep in mind the societal
aspects as their products
All the activities of business
can have both positive and
negative impacts but they
should mainly focus on
implementing CSR activities
The products should be
manufactured by firms
according to needs and wants
of all their customers and this
is beneficial for the overall
4

should not harm the beliefs of
all the members of society.
in order to develop positive
impacts on society.
society as it helps in
developing positive images of
rang cafe.
Environmental Factors: All the
operations of business should
not affect the environment in
which are activities are
operating effectively.
The tools and techniques
which are used by business
should not affect the overall
working operations. The
environmental factors have to
be analysed so they will not
use any tools and techniques
which may harm their
environment (Cobanoglu and
et. al., 2011).
It is an essential factor in order
to analyse that environmental
factors are not harmed and all
the resources of economy
should be utilised in effective
and planned ways in order to
achieve growth and success in
their overall business
operations.
Technological Factors: All the
business operations should be
carried out according to
advanced technologies in order
to manufacture goods
according to needs and
demands of all their customers.
The advanced technologies can
have both positive and
negative impacts. According to
positive ways they can easily
expand their business
operations and negatively they
can affect employees as they
are not familiar how to work
with advanced technologies.
The major impact of
technologies are linked with
maximising their sales and
profitability ratios so they can
easily achieve growth and
success in their overall
business operations.
Economical Factors: If there is
any new business start up then
they should focus on the
economy which is the initial
place where they had to start
their overall business
activities.
The economic factors can have
both the positive and negative
impacts as according to
positive aspects they can
enhance growth of business
and negatively they can have
increased prices for their
products thus their operations
They can have positive
impacts on business as these
are the most Valuable factors
for firms (Wilson, 2014).
5

will be greatly affected.
TASK 3
Part A Launching of a new event at market.
Event plays effective role at market place as it helps in launching a new product, services
or whole organisation in front of public. As a small business organisation Rang Cafe launch an
event in order to making their self more familiar with the population as to gaining more attention
or people towards their offered products and services. In the launching event the company is
going to display their products and price of products as well (Ebert and et. al., 2014). They
basically conduct a live concern in which they display their all products with high quality and
features and the company is going to represents new products at market place. They conduct
their event at regular basis and use weekends for promotion as it is easy for normal and working
people to join the event and taking advantage of these events in effective manner. As a small
business organisation Rang Cafe has less amount of budget in which it is not possible for them
to invite a celebrity as they charge a high amount of money for attending any kind of event and
function (Griffin and Ebert, 2010). Ministers having good reputation among people and society
and they attend functional event free of cost and generating a good message to people of society.
The company invite local minister for opening of their event. As a service provider company
they serve food and beverage products as a sample as it helps in identifying the choice of
customers who are going to consume them in future.
Part B Producing a budget
For creating a budget it is required for firm to make proper arrangement of appropriate
amount which is required for carry out the all business activities in effective and efficient
manner. All partners are have to invest some specific amount of money and create a budget in
which they are going to make an effective decision about the basic requirement of capital which
is required for conducting the event in effective manner. Budget is effective as it helps in
creating proper utilisation of resources at work place. This is effective in managing all business
operations in systematic way, the budget of Rang Cafe is evaluated as under:
Particulars Event
6

launch
Amount 20000
Elements for event Cost(£)
Venue 2000
Catering 6500
Advertising 300
Decoration 200
Transportation 150
Anchor 250
Total 7000
Net position 8000
Budget available and the saving from event are as follow:
Budget
available
Expenditure 7000
Remaining 8000
TASK 4
Use of various marketing concept in a business
Marketing is a vast concept as it plays effective role at work place through providing
significant and proper direction to firm or its activities (Guffey and Loewy, 2012). The concept
of marketing can be described through various components in which some are evaluated as
under:
Marketing objectives: This can be considered as the most essential part of marketing concept as
all activities of marketing are based on its objectives. There are some goals and objectives which
7

are created by an organisation in order to gaining attention of large number of customers towards
the offered products and services of firm (Hair, 2015). It is the major responsibility of manager
or firms higher authority to set some objectives on the basis of SMART factors as targets have to
be specific, measurable, attainable, reliable and accomplishing in certain period of time. Rang
Cafe have to create their marketing objectives in which it is easy for firm to generate high brand
awareness among people. The company deals in variety of goods and services as they offer high
quality and variety of goods and services to their potential buyers is order to sustain them for
long time for gaining a signifiant growth and success at market place. As a new and developing
company they offer various products in less prices just to attract customers towards the firm.
Target Market: This can be considered as the another major aspect of marketing concept as it
helps in providing support in generating profit and revenue for company. In this competitive era
each small as well as large business organisations are focused on attaining higher competitive
advantage at market place (Laudon and Laudon, 2011). As company design their infrastructure
and interior just to attract all age people and they mainly focused on gaining attention of young
students and teenagers who are very much attracted towards cafe and coffee shops just to spend
some time with friends and family. They set less price of products which are easily affordable by
each people who are having low amount of budget.
Marketing Strategy: It is essential for each business organisation to use some effective strategy
in order to attracting large number of customers and clients than their rivals. Within an
organisation the department of management plays vast role in setting up strategies through which
fir can get their desired goals and objectives in limited period of time. As Rang Cafe targets
youth and young people who are willing to taking advantage of offered products and services of
firm (Leach, 2011). They communicate with their potential customers through applying various
tools and techniques such as social media, newspaper, magazines and television. Among all these
Rang Cafe use social media as their appropriate tool because in this modern era large number of
people are spending a huge amount of time of social media and this is an effective tool of
gaining attention of targeted people. The major strategy applied by Range Cafe is that they set
their coffee shop in between the city which is nearest to collages and offices. 7 P's marketing is
very much effective in creating awareness about the offered product and services Range Cafe.
Marketing Mix: This is most effective tool of marketing as it helps in introducing new and
innovative product at market place and large number of people are moving forwards towards the
8

infrastructure and offered goods and products of Rang Cafe. Marketing mix has various
component which are evaluated as below:
(Source: 7 P' S of Marketing Mix)
Element Description Justification
Product Product can be determined as the
basic need of each business
organisation as the whole activity
of firm are based on its products
and services because these are the
representative of firm. Profit and
revenue can be generated through
increasing productivity and
performance (Omachonu and
Einspruch, 2010).
Research explains that Rang Cafe
has variety of products which are
different form the available products
at the market place. The company
use high quality coffee products
which are very much effective in
satisfying the needs and wants of
customers.
Price Price is the another essential
element of marketing mix as it
helps in differentiating one
companies product to another. Each
business organisation use various
pricing strategy in order to
As a developing and new company
Rang Cafe set low price for their
products so that large number of
customers can be attracted towards
the firm or its offers.
9
Illustration 1: 7 P' S of Marketing Mix

attracting customers.
Place It is necessary for company to
search a place where they have to
distribute their goods and services
in terms of money. As a service
provider company the goods can be
completely sold off line.
The company is focused on
providing a comfortable and stress
free environment for customers in
which they get fast response on their
request (Osterwalder and Pigneur,
2010).
Promotion Company is concern on applying
aggressive marketing strategy such
as promoting through social media,
news paper etc. which are effective
in creating awareness among
people.
In this modern world large number
of people are spending their most
time in using tools of social media,
so it is the most effective tool of
promotion as to gaining attention of
youth and teenagers.
Physical
evidence
This represents the value of
company at market place and also
helps in describing the evidence of
firm. Bills and outlets of firm can
be described as the physical
evidence of firm (Peteraf, Gamble
and Thompson 2014).
Research represents that Rang Cafe
provide various offers and free
vouchers to their regular customers
in order to sustain them for long
time.
People In this human resource of firm such
as employees, workers and
stakeholders are involved who are
contributing their significant efforts
at work place.
Rang Cafe is concern on hiring well
educated as skilled people in their
firm who are having significant
skills to serve their customers in
effective manner.
Process It evaluated as the system through
which company provide goods and
services to their final customers in
given period of time.
Research signifies that Rang Cafe
take customers as their priority and
concern on providing fast and
effective services to their customers
in order to satisfying their needs and
wants (Robyt, 2012).
10

11